Captive
audience and a territory not flushed with competitors are the dreams of
advertisers. So when Jordan and Bryan Silverman came up with the idea
of printing ads on toilet papers, they "rolled" with it:

"It takes advertisers a couple of seconds to wrap their heads
around advertising on toilet paper," said Jordan, who acknowledges
his business elicits plenty of snickers and long pauses.

The tag line on the company's website advises people, "Don't rush.
Look before you flush."

The company plans to distribute free, ad-supported toilet paper to
public restrooms at restaurants, offices, stadiums and other venues.
These locations can save money on a basic necessity in exchange for
providing Star Toilet's advertisers with a captive audience.